NEW YORK, NY--(Marketwire - June 24, 2008) - According to new data released today by Integrated Media Measurement Inc. (IMMI) at
The Advertising Research Foundation's Audience Measurement conference,
advertising on multiple platforms results in a significant increase in a
campaign's conversion rate -- the percentage of consumers exposed to ads
who actually purchase the product or service being advertised. This is in
addition to an increase in the exposure and frequency of a campaign. IMMI
is a leading provider of consumer behavior and audience exposure data to
media companies and advertisers.

The Advertising Research Foundation's Audience Measurement 3.0 runs
June 24-25 at the Millennium Broadway Hotel in New York. The conference
will examine the most urgent industry measurement need -- getting out in
front of the consumer. The challenge for audience measurement is keeping
up with the consumer, not technology.

The 35-page white paper, titled "Understanding The True Value Of
Multi-Platform Advertising," uses ad campaigns for television
programming and theatrical releases as examples of how advertising that
spans multiple media platforms drives conversion well beyond the effects of
increased frequency, recentness and targeting.

"Until now, the value of a multi-platform advertising campaign was thought
to be just an increase in reach," said Amanda Welsh, head of research of
Integrated Media Measurement Inc. "This new data shows the increase in
reach is real, but the impact of advertising on multiple platforms on
conversion and getting consumers to engage in the target behavior is
potentially more important."

Highlights from the white paper:

-- A close examination of 18 television shows, five movies and a DVD
release all show that exposure to television ads results in a much lower
conversion rate than exposure to ads on television plus one additional
media platform.
-- The value of multiple platform campaigns goes significantly beyond
maximizing reach.
-- Six television shows ran significant television and radio campaigns
before their season premieres. For each show, the conversion rates were
consistently higher among consumers exposed to ads on a combination of
platforms than among those exposed to one platform alone.
-- Consumers exposed to television ads for the four cable shows tracked
had an average conversion rate of 4.35 percent; consumers exposed to ads on
television plus at least one other platform had an average conversion rate
of 12.38 percent, representing a 285 percent increase in conversion.
-- Consumers exposed to television ads for the five movies tracked had an
average conversion rate of 5.52 percent; consumers exposed to ads on
television plus at least one other platform had an average conversion rate
of 13.52 percent, representing a 245 percent increase in conversion.

Recognizing that consumers exposed to ads on more than one platform are
generally exposed to more ads than individuals without multiple platform
exposure, IMMI compared data for consumers exposed to the same number of
ads on single and multiple platforms. The results clearly showed the
effects of increased frequency are not responsible for the increased
conversion rates for multiple platform ad exposure.

While previous studies have examined the impact of advertising on multiple
platforms, the data contained in those studies has relied on self-reported
awareness and intent-to-purchase rather than using real measures of
consumer behavior. The IMMI data is based on actual consumer behavior.

The studies in the white paper were implemented through a research panel
built by IMMI that mirrors U.S. Census data for fundamental demographics in
key markets. IMMI provides thousands of panel members in key markets with
a mobile phone, asking them to carry it with them wherever they go. The
mobile phone is equipped with a technology that creates digital signatures
of all the audio media (television, radio and movies) to which it has been
exposed. IMMI can determine viewing audiences, as well as certain types of
consumer behavior based on a timeline of when the media was viewed or
heard.

Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system, IMMI tracks almost
all media 24/7 and helps businesses evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More
information is available at http://www.immi.com.